Audience
research- This is finding out what the audience like or hate. This is important
because when making a production, one would like to produce something everyone
would like to see, Spend time and money on. If the research is carried out and
no one appreciates the work it could be a waste of resources as there would be
no one to watch it.
Market research- the meaning of marketing
research is basically other markets in the media industry or any other industry
are competing against each other to be the best and most popular and bring in
the audience to view there show. for example if a person made a TV show that
played the same thing as celebrity Juice, the other show would do everything to
make their own show better than celebrity juice. If they remained on the same
level as of that of celebrity juice people would not watch it but they would
keep watching celebrity juice which is the original. This is the same on radio
shows and stations.
Production
research- this is everything within the production of the topic a person is
working on. For example If a person was working on creating a radio station,
this the person would have to consider would be the costing to set it up and
also finding out what people would like.
Method of
Research
Primary
research - This is
any type of research that you go out and collect yourself. Examples include
surveys, interviews, observations, and ethnographic research. A good researcher
knows how to use both primary and secondary sources in her writing and to
integrate them in a cohesive fashion.
Conducting
primary research is a useful skill to acquire as it can greatly supplement your
research in secondary sources, such as journals, magazines, or books. You can
also use it as the focus of your writing project. Primary research is an
excellent skill to learn as it can be useful in a variety of settings including
business, personal, and academic.
Many
types of primary research exist. This guide is an overview of primary research
that is often done in writing classes.
Interviews:
Interviews are one-on-one or small group question and answer sessions.
Interviews will provide a lot of information from a small number of people and
are useful when you want to get an expert or knowledgeable opinion on a
subject.
Surveys:
Surveys are a form of questioning that is more rigid than interviews and that
involve larger groups of people. Surveys will provide a limited amount of
information from a large group of people and are useful when you want to learn
what a larger population thinks.
Observations:
Observations involve taking organized notes about occurrences in the world.
Observations provide you an insight about specific people, events, or locales
and are useful when you want to learn more about an event without the biased
viewpoint of an interview.
Analysis:
Analysis involves collecting data and organizing it in some fashion based on
criteria you develop. They are useful when you want to find some trend or
pattern. A type of analysis would be to record commercials on three major
television networks and analyse gender roles.
Pros
Can aim questions directly at your
research objective
Latest information from the
marketplace
Can assess the psychology of the
customer
Cons
Expensive: £10,000+ per survey
Risk of questionnaire and interviewer
bias.
Research findings may only be usable
if comparable back data exists.
Secondary
research -Secondary
research this could also be called desk information (or desk research) gathers
existing information through available sources. Secondary research examples
include:
Information
on the internet
Existing
market research results
Existing
data from your own stock lists and customer database
Information
from agencies such as industry bodies, government agencies, libraries and local
councils.
Secondary
research allows you to make the most of existing information about your market.
However, it can be a challenge to find the information you really need. Learn
more about different research resources for business and industry.
You may
use secondary research to get an initial understanding of your market. It is
often faster to analyse than primary data because, in many cases, someone else
may have already started analyzing it. However, when using secondary research
be careful how you interpret it, as it may have been collected for a different
purpose or from a market segment that isn't relevant to your business. Also
make sure that any secondary information isn't out-of-date, as the market can
change quickly and this will affect your results.
As well
as understanding your market, you can also use secondary research to examine
factors inside your business, such as sales figures and financial records.
Pros
Easy to
access.
Quick to
find.
Often the
only resource, for example historical documents.
Cons
Might not
have all of the information that you need.
The
information that you have found may be out of date.
Not all
of the data that you find will be correct unless you find it in an old book or
it comes from the main source.
Quantitative
research - Quantitative
research gathers numerical data. Quantitative research includes:
Surveys
on customer return frequency, Sales
figures, Industry
product sales numbers and Financial
trends.
You can
use this approach to identify the size of your market and how much it might be
worth to your business, and to find areas for sales growth. Quantitative
research can also help you understand the demographics of customers, such as
their age and gender.
Quantitative
research often produces a lot of statistics. These are useful as an overview of
your market, but make sure you don't rely solely on statistics in your
research. Consider all of the information you have. For example, the 'average'
price your target market suggested it would pay for a product could be
distorted if a few a participants selected a very high amount (not reflecting
the high number who would not pay that much).
Pros
When the
survey involves a convenience sample for example a mall intercept study, data
can be collected and analysed fairly quickly.
When the
survey involves a statistically valid random sample, the results from the
sample can be generalized to the entire population if the response rate is high
enough.
Surveys
can provide reliable direction for planning programs and messages.
Surveys
can be anonymous, which is useful for sensitive products.
Surveys
can include visual material and cam be used to protest prototypes.
You can
generalize your findings beyond your participant group.
Cons
They have
limited ability to probe answers
People
who are willing to respond may share characteristics that do not apply to the
audience as a whole, creating a potential bias in the study.
They can
be costly.
Qualitative
research - Qualitative
research gathers views and attitudes. Qualitative research includes:
Focus
groups with customers and potential customers to understand their feelings and
attitudes towards your products and services
Formal
and informal conversations with customers about their satisfaction with your
business
Visits
and reviews of competitors to understand their products and customer service
practices.
You can
use this approach to get a better understanding of your customers' interests,
needs and habits, and identify opportunities for growing sales and improving
customer service. Analysing qualitative data requires a different approach and
can take longer to interpret than quantitative data because of the nature of
the information.
Pros
Explores
topics in more depth and detail than quantitative data.
Often
qualitative research is less expensive than quantitative research because you
do not need to recruit as many
participants or use extensive methods.
Offers
flexibility as far as locations and timing, as you do not need to interview a
large number of people at once.
Cons
Cannot
quantify how many of your audience answer one way or another.
Cannot
generalize your findings to your broader audience or the public in general.
